MEMBANGUN RELATIONSHIP QUALITY UNTUK MENINGKATKAN BRAND IMAGE,RELATIONSHIP VALUE, DAN PARTICIPATION INTENTION PRODUK ICONNET

Puji Astuti, Farhan Dwikaryana, Rojuaniah Rojuaniah, Ikramina Larasati Hazrati Havidz, Lutfi Eka Sansetika

Abstract


The marketing strategy involving consumers is currently a dissolution which is considered effective with product promotions carried out by the companies themselves (Strand & Robertson, 2020). Relationship quality is a key factor in marketing strategies that involve consumers, because it will illustrate how strong the relationship between brands and consumers is (Adhikari & Panda, 2020). According to Shahid et al. (2023) good relationship quality allows consumers not only to understand a brand better, but will enable consumers to participate in spreading good things about the brand. The purpose of this study was to examine the relationship between social media marketing activities and customer experience as a preliminary to relationship quality, and how the quality of the relationship between a customer and a brand impacts brand image, intention to participate, and relationship value. This study uses a quantitative approach where data collection is carried out through surveys by distributing online questionnaires via Google Forms which are posted directly to ICONNET customers. Based on the test results of this study, it is proven that there is a relationship between some of the variables, although some do not affect one another. Based on the results that can be concluded in this study, social media marketing activities & customer experience are not the driving factors for relationship quality. However, this study was successful in confirming the influence of brand image, participation intention, and relationship value on the quality of Iconnet's customer relationships.

Full Text:

PDF

References


Achen, R. M. (2019). Re-examining a model for measuring Facebook interaction and relationship quality. Sport, Business and Management: An International Journal, 9(3), 255–272. https://doi.org/10.1108/SBM-10-2018-0082

Adhikari, K., & Panda, R. K. (2020). Evaluation of brand relationship quality using formative index: a novel measurement approach. Journal of Product and Brand Management, 29(4), 505–516. https://doi.org/10.1108/JPBM-09-2018-2030

Agarwal, S. (2015). Customer Sense: How the 5 Senses Influence Buying Behaviour. Journal of Consumer Marketing, 32(4), 307–308. https://doi.org/10.1108/JCM-05-2014-0973

Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers’ attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35–67. https://doi.org/10.1080/15332861.2011.558456

Athanasopoulou, P. (2012). Relationship quality in services: Past, present, and future. Customer-Centric Marketing Strategies: Tools for Building Organizational Performance, 54(3), 171–190. https://doi.org/10.4018/978-1-4666-2524-2.ch009

Bazrkar, A., Hajimohammadi, M., Aramoon, E., & Aramoon, V. (2021). Effect of the social media marketing strategy on customer participation intention in light of the mediating role of customer perceived value. Market-Trziste, 33(1), 41–58. https://doi.org/10.22598/mt/2021.33.1.41

Chatterjee, S., Rana, N. P., & Dwivedi, Y. K. (2022). Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective. Information Systems Frontiers, 24(3), 945–964. https://doi.org/10.1007/s10796-021-10104-0

Chen, C. F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management and Business Excellence, 22(9), 957–974. https://doi.org/10.1080/14783363.2011.593872

Chen, S. C., & Lin, C. P. (2015). The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study. Technological Forecasting and Social Change, 96, 40–50. https://doi.org/10.1016/j.techfore.2014.11.011

Chen, S., & Lin, C. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140(July 2018), 22–32. https://doi.org/10.1016/j.techfore.2018.11.025

Choi, B., & Kim, H. S. (2020). Online customer-to-customer interactions, customer–firm affection, firm-loyalty and participation intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1717–1735. https://doi.org/10.1108/APJML-07-2019-0450

Corbishley, K. M., Meintjes, C., & Mason, R. B. (2023). Loyalty program benefits and their effect on relationship quality and loyalty to the retailer. International Journal of Research in Business and Social Science (2147- 4478), 12(2), 1–14. https://doi.org/10.20525/ijrbs.v12i2.2320

Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling : An Interpersonal. Journal of Marketing, 54(July), 68–81.

Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049–3057. https://doi.org/10.1016/j.jbusres.2016.01.020

Fahreza, L. M. (2021). Berita Kumparan.pdf. https://kumparan.com/muhammad-luthfi-fahreza/penting-nya-menjaga-hubungan-baik-dengan-pelanggan-untuk-kesuseksan-perusahaan-1utoBDyKpCS/1

Farhan, A., Omar, N. A., Jannat, T., & Nazri, M. A. (2020). The Impact of Political Brand Relationship Quality and Brand Engagement on Voters’ Citizenship Behaviour: Evidence from Indonesia. The South East Asian Journal of Management, 14(1), 124–144. https://doi.org/10.21002/seam.v14i1.12593

Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50(May 2018), 30–41. https://doi.org/10.1016/j.jretconser.2019.01.018

Gilboa, S., Segger-guttmann, T., & Mimran, O. (2019). The unique role of relationship marketing in small businesses’ customer experience. Journal of Retailing and Consumer Services, 51, 152–164. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.06.004

Grégoire, Y., Tripp, T. M., & Legoux, R. (2009). 07. Grégoire 2009_JM-when_customer_love_turns.pdf. Journal of Marketing, 73(November), 18–32.

Gruner, R. L., & Power, D. (2018). To integrate or not to integrate? Understanding B2B social media communications. Online Information Review, 42(1), 73–92. https://doi.org/10.1108/OIR-04-2016-0116

Hair Jr, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Annabel Ainscow. https://doi.org/10.1002/9781119409137.ch4

Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17–27. https://doi.org/10.1016/j.techfore.2014.05.012

Han, Y., & Rhim, H. (2019). Impact of platform on customer participation intention: co-creation of open platform and closed platform. Management Review: An International Journal, 14(2), 61–70.

Hendra, T. (2017). Pengaruh Nilai, Kualitas Pelayanan, Pengalaman Pelanggan Terhadap Kepuasan Dan Loyalitas Pelanggan. Jurnal Bisnis Dan Manajemen, 4(2), 129–141. https://doi.org/10.26905/jbm.v4i2.1694

Hong, E., Park, J., Jaroenwanit, P., Siriyota, K., & Sothonvit, A. (2023). The effect of customer ethnocentrism and customer participation on global brand attitude: The perspective of Chinese customer. Journal of Retailing and Consumer Services, 70, 103167. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103167

Izogo, E. E., Jayawardhena, C., & Karjaluoto, H. (2023). Negative eWOM and perceived credibility: a potent mix in consumer relationships. International Journal of Retail & Distribution Management, 51(2), 149–169. https://doi.org/10.1108/IJRDM-01-2022-0039

Japutra, A., Loureiro, S. M. C., Wang, S., & Primanti, H. (2023). How can brands become central in the consumers’ life? Spanish Journal of Marketing - ESIC, 27(1), 39–59. https://doi.org/10.1108/SJME-05-2022-0094

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530

Ki, C. W. ‘Chloe,’ & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology and Marketing, 36(10), 905–922. https://doi.org/10.1002/mar.21244

Kittur, P., & Chatterjee, S. (2023). Role of B2B reliance and brand image in reducing risk perceptions: a serial mediation model. European Journal of Marketing, 57(4), 1068–1098. https://doi.org/10.1108/EJM-05-2022-0362

Kumar, V. (2022). Enhancing participation intentions in online brand communities. Marketing Intelligence & Planning, 40(7), 898–913. https://doi.org/10.1108/MIP-02-2022-0061

Lee, H., & Hwang, S. J. (2021). Consumers’ acceptance and diffusion of word-of-mouth in social brand community: the moderating effect of self-monitoring. Journal of Fashion Marketing and Management, 25(1), 1–23. https://doi.org/10.1108/JFMM-02-2019-0030

Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: An exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846–869. https://doi.org/10.1007/s11747-010-0219-0

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420

Lewin, J., Barry, J., & Terry, T. S. (2008). Empirical study of relationship value in industrial services. Journal of Business & Industrial Marketing, 23(4), 228–241. https://doi.org/10.1108/08858620810865807

Li, Y., Teng, W., Liao, T. T., & Lin, T. M. Y. (2020). Exploration of patriotic brand image: its antecedents and impacts on purchase intentions. Asia Pacific Journal of Marketing and Logistics, 33(6), 1455–1481. https://doi.org/10.1108/APJML-11-2019-0660

Liayanti, D. H., Syah, T. Y. R., Indradewa, R., Edastama, P., & Author, C. (2022). Customer Brand Engagement in Relationship Quality and Brand Loyalty During Pandemis in the Field of Communication Technology and Communication. American International Journal of Business Management (AIJBM), 5(02), 59–67.

Miocevic, D. (2021). How relational drivers affect relationship value in key exporter-importer relationships: a dark side perspective. Journal of Business & Industrial Marketing, 36(11), 2086–2097. https://doi.org/10.1108/JBIM-05-2019-0193

Nalluri, V., Yang, K.-F., Chen, L.-S., & Yang, T.-Y. K. (2023). Exploring crucial social media marketing factors for improving customer satisfaction and customer loyalty in bed and breakfast sectors in Taiwan. International Journal of Tourism Cities, 9(2), 429–446. https://doi.org/10.1108/IJTC-10-2022-0230

Narteh, B., & Braimah, M. (2020). Corporate reputation and retail bank selection: the moderating role of brand image. International Journal of Retail & Distribution Management, 48(2), 109–127. https://doi.org/10.1108/IJRDM-08-2017-0164

Nisar, T. M., & Whitehead, C. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, 743–753. https://doi.org/10.1016/j.chb.2016.04.042

Novianto, D. R. (2022). Pengguna Internet di Indonesia Meningkat Drastis Pasca Pandemi Covid-19, Begini Penjelasannya. Okezone.Com.

Oraedu, C. (2021a). How relationship value and quality motivate positive word-of-mouth behaviour: Expressing the rules of reasoning in the Nigerian telecom market. International Journal of Quality and Reliability Management, 38(1), 249–272. https://doi.org/10.1108/IJQRM-07-2018-0188

Oraedu, C. (2021b). How relationship value and quality motivate positive word-of-mouth behaviour. International Journal of Quality & Reliability Management, 38(1), 249–272. https://doi.org/10.1108/IJQRM-07-2018-0188

Putri, B. Y. A., Syah, T. Y. R., & Hilmy, M. R. (2021). How Social Media and Word Of Mouth Escalating The Brands: A Case Study at Cipondoh Healthy Pregnancy Clinic. Journal of Multidisciplinary Academic, 5(3), 272–279. https://doi.org/10.51971/joma.v5n3.059602021

Rajaobelina, L. (2018). The Impact of Customer Experience on Relationship Quality with Travel Agencies in a Multichannel Environment. Journal of Travel Research, 57(2), 206–217. https://doi.org/10.1177/0047287516688565

Rodrigues, C., & Brandão, A. (2021). Measuring the effects of retail brand experiences and brand love on word of mouth: a cross-country study of IKEA brand. International Review of Retail, Distribution and Consumer Research, 31(1), 78–105. https://doi.org/10.1080/09593969.2020.1768577

Rodrigues, P., Pinto Borges, A., & Sousa, A. (2022). Authenticity as an antecedent of brand image in a positive emotional consumer relationship: the case of craft beer brands. EuroMed Journal of Business, 17(4), 634–651. https://doi.org/10.1108/EMJB-03-2021-0041

Roy, D., & Banerjee, S. (2008). Care-ing strategy for integration of brand identity with brand image. International Journal of Commerce and Management, 17(1–2), 140–148. https://doi.org/10.1108/10569210710776512

Ruiz-Martínez, A., Frasquet, M., & Gil-Saura, I. (2019). How to measure B2B relationship value to increase satisfaction and loyalty. Journal of Business & Industrial Marketing, 34(8), 1866–1878. https://doi.org/10.1108/JBIM-10-2018-0289

Salsabila, & Sugiyanto. (2023). PENGARUH AKTIVITAS PEMASARAN MEDIA SOSIAL, PENGALAMAN PELANGGAN, DAN KUALITAS HUBUNGAN MELALUI KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN DI TIKTOK PADA PARFUME ANDINSKIN. Jurnal Ekonomi, Manajemen, Dan Akuntansi, 1(1), 10–27. https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf

Shahid, S., Nauman, Z., & Ayyaz, I. (2023). Impact of Parasocial Interaction on Brand Relationship Quality: The Mediating Effect of Brand Loyalty and Willingness to Share Personal Information. International Journal of Management Research and Emerging Sciences, 13(1), 51–82. https://doi.org/10.56536/ijmres.v13i1.349

Sharma, N. (2022). How core, technical and social components of business relationship value drive customer satisfaction and loyalty in high tech B2B market. Journal of Business & Industrial Marketing, 37(5), 975–994. https://doi.org/10.1108/JBIM-12-2020-0554

Shehzadi, S., Nisar, Q. A., Hussain, M. S., Basheer, M. F., Hameed, W. U., & Chaudhry, N. I. (2021). The role of digital learning toward students’ satisfaction and university brand image at educational institutes of Pakistan: a post-effect of COVID-19. Asian Education and Development Studies, 10(2), 276–294. https://doi.org/10.1108/AEDS-04-2020-0063

Sia, S. K. (2020). Intention to participate in Swachh Bharat Abhiyan (clean India mission): Role of social identity and perceived social norm. Management of Environmental Quality: An International Journal, 31(4), 847–856. https://doi.org/10.1108/MEQ-06-2019-0132

Smith, J. B. (1998). Buyer-seller relationships: Similarity, relationship management, and quality. Psychology and Marketing, 15(1), 3–21. https://doi.org/10.1002/(SICI)1520-6793(199801)15:1<3::AID-MAR2>3.0.CO;2-I

Song, B. L., Lee, K. L., Liew, C. Y., & Subramaniam, M. (2023). The role of social media engagement in building relationship quality and brand performance in higher education marketing. International Journal of Educational Management, 37(2), 417–430. https://doi.org/10.1108/IJEM-08-2022-0315

Strand, A., & Robertson, M. (2020). an Attitudinal Impacts Analysis of Social Media Platforms and Brand Relationship Quality At Music Festivals. Event Management, 24(6), 769–788. https://doi.org/10.3727/152599520X15894679115538

Suryowati, E. (2022). Jumlah Pengguna Internet di Indonesia Naik 45 Juta setelah Pandemi. JawaPos.com.

Syah, T. Y. R., Dewi, A. C., & Kusumapradja, R. (2020). The Impact of Social Media Brand Communication and Word-of-Mouth Over Brand Image and Brand Equity Alice. Journal of Multidisciplinary Academic, 14(4), 389–395.

Syah, T. Y. R., & Olivia, D. (2022). Enhancing Patronage Intention on Online Fashion Industry in Indonesia: The Role of Value Co-Creation, Brand Image, and E-Service Quality. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2065790

Ulaga, W., & Eggert, A. (2006). Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3–4), 311–327. https://doi.org/10.1108/03090560610648075

Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001

Weinberg, T. (2011). The New Community Rules: Marketing on the Social Web. Development and Learning in Organizations: An International Journal, 25(3). https://doi.org/10.1108/dlo.2011.08125cae.002

Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189

Wisker, Z. L. (2020). Examining relationship quality in e-tailing experiences: a moderated mediated model. Marketing Intelligence and Planning, 38(7), 863–876. https://doi.org/10.1108/MIP-05-2019-0284

Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001

Yang, Y., Zhang, Y., & Xiang, A.-L. (2021). Entity influence and interactive relationship: the use of social media by publishing-related entities. The Electronic Library, 39(1), 152–168. https://doi.org/10.1108/EL-08-2020-0228

Yu, W., Zhou, J., He, M., & Si, D. (2022). Does Brand Truth-Telling Yield Customer Participation? The Interaction Effects of CSR Strategy and Transparency Signaling. Behavioral Sciences, 12(12). https://doi.org/10.3390/bs12120514

Zameer, H., Wang, Y., Yasmeen, H., & Ahmed, W. (2019). Modeling the role of service quality, customer satisfaction and customer loyalty in building service brand equity. International Journal of Asian Business and Information Management, 10(2), 55–72. https://doi.org/10.4018/IJABIM.2019040103




DOI: http://dx.doi.org/10.29040/jie.v8i1.10902

Refbacks

  • There are currently no refbacks.